Tag Archives: Branding

Downtown North Miami ‘To NoMi is to Love Me’ Marketing Campaign Launches Friday at Jazz @MOCA

By Carly Zed Zander

Redevelopment Management Associates (RMA; www.rma.us.com) has announced that the “To NoMi is to Love Me” marketing and branding campaign for the North Miami Downtown District will be revealed during Jazz at MOCA (Museum of Contemporary Art) on Friday, June 29, 2018.

During this event, new light pole banners featuring over 50 local downtown business owners and their products will be revealed, along with a downtown walkers’ guide and other supporting collateral, highlighting the new downtown brand and messaging strategy. RMA, the award-winning economic development firm, was hired by the North Miami CRA (NMCRA) to develop a strategy to position the City for growth.

“Downtown NoMi is now positioned in the market as a premier destination for locals, visitors and investors to enjoy a rich, diverse, cultural experience with live music, great food, stunning art and unique shopping,” said Sharon McCormick, Director of Business Attraction and Marketing for RMA.

In 2017, RMA authored Downtown NoMi’s Strategic Marketing plan, winning with the NMCRA, the Florida Redevelopment Association Roy F. Kenzie Award for Best Planning Studies. RMA’s “To NoMi is to Love Me” campaign reflects the true and authentic nature that is downtown North Miami. The messaging strategy features four descriptive words that emanate the genuine identity of North Miami: Tasteful, Rhythmic, Artistic and Eccentric.

RMA also directed the creation of a new dynamic website for the CRA, which will launch this Friday, June 29th at www.DowntownNoMi.com – as well as a promotional video.

“I would just like to compliment this CRA, the board, the staff and RMA for all of the hard work they’ve done. The transformation over the years is amazing. I see it all coming together at this point,” remarked North Miami CRA Attorney Steven Zelkowitz, about the new marketing and branding campaign.

Event details:

Friday, June 29, 2018, from 6 – 8 p.m. in the MOCA Plaza, the North Miami Community Redevelopment Agency (NMCRA) invites you to experience the new Downtown NoMi, because “To NoMi Is to Love Me.”

Attendees will be among the first to see the NMCRA’s new and improved website, street pole banners, walker’s guides and promotional video, all highlighting what makes NoMi loveable. Guests will enjoy the rhythmic sounds of Pan Paradise in honor of Caribbean Heritage Month and taste samples from Downtown NoMi businesses.

The North Miami CRA Board of Commissioners will also break ground on the upcoming MOCA Plaza renovation project. The project includes installing new decorative brick pavers, light bollards, oak trees and foxtail palms along the plaza’s sculpture pond. The MOCA Plaza renovation project cost approximately $856,820 and is funded by the NMCRA and Miami-Dade County Board of Commissioners.

The NMCRA is hosting the event in the heart of Downtown NoMi to showcase its latest marketing initiatives and the unique offering of business, cultural, artistic and entertainment options in North Miami. Guests will receive giveaways and discount cards at participating downtown restaurants. Interested persons may RSVP online at https://nomicra.eventbrite.com.

For more information about the North Miami Community Redevelopment Agency, visit http://www.NorthMiamiCRA.org.

MOCA is located at 770 125th Street, North Miami, FL 33161

About RMA:

Founded in 2009 by Kim Briesemeister and Chris Brown, Redevelopment Management Associates (RMA) is comprised of a phenomenal team of redevelopment experts passionate about building better communities. RMA is the most experienced full-service economic redevelopment consulting and management firm, headquartered in the state of Florida, specializing in revitalizing core areas and corridors for cities, counties and special districts nationwide. The co-founders are also the authors of one of the definitive books about city redevelopment, “Reinventing Your City: 8 Steps to Turn Your City Around.” Learn more: http://www.rma.us.com/

This Friday, new campaign for North Miami Downtown District will be revealed during Jazz at MOCA.

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Via www.advertisingindustrynewswire.com – Please note this article has been updated from its original version.

RMA Positions Downtown North Miami for Revitalization with ‘To NoMi is to Love Me’ Marketing Campaign

NORTH MIAMI, Fla., June 27, 2018 (SEND2PRESS NEWSWIRE) — Redevelopment Management Associates (RMA; www.rma.us.com) has announced that the “To NoMi is to Love Me” marketing and branding campaign for the North Miami Downtown District will be revealed during Jazz at MOCA (Museum of Contemporary Art) on Friday, June 29, 2018.

During this event, new light pole banners featuring over 50 local downtown business owners and their products will be revealed, along with a downtown walkers’ guide and other supporting collateral, highlighting the new downtown brand and messaging strategy. RMA, the award-winning economic development firm, was hired by the North Miami CRA (NMCRA) to develop a strategy to position the City for growth.

“Downtown NoMi is now positioned in the market as a premier destination for locals, visitors and investors to enjoy a rich, diverse, cultural experience with live music, great food, stunning art and unique shopping,” said Sharon McCormick, Director of Business Attraction and Marketing for RMA.

In 2017, RMA authored Downtown NoMi’s Strategic Marketing plan, winning with the NMCRA, the Florida Redevelopment Association Roy F. Kenzie Award for Best Planning Studies. RMA’s “To NoMi is to Love Me” campaign reflects the true and authentic nature that is downtown North Miami. The messaging strategy features four descriptive words that emanate the genuine identity of North Miami: Tasteful, Rhythmic, Artistic and Eccentric.

RMA also directed the creation of a new dynamic website for the CRA, which will launch this Friday, June 29th at www.DowntownNoMi.com – as well as a promotional video.

“I would just like to compliment this CRA, the board, the staff and RMA for all of the hard work they’ve done. The transformation over the years is amazing. I see it all coming together at this point,” remarked North Miami CRA Attorney Steven Zelkowitz, about the new marketing and branding campaign.

Event details:

Friday, June 29, 2018, from 6 – 8 p.m. in the MOCA Plaza, the North Miami Community Redevelopment Agency (NMCRA) invites you to experience the new Downtown NoMi, because “To NoMi Is to Love Me.”

Attendees will be among the first to see the NMCRA’s new and improved website, street pole banners, walker’s guides and promotional video, all highlighting what makes NoMi loveable. Guests will enjoy the rhythmic sounds of Pan Paradise in honor of Caribbean Heritage Month and taste samples from Downtown NoMi businesses.

The North Miami CRA Board of Commissioners will also break ground on the upcoming MOCA Plaza renovation project. The project includes installing new decorative brick pavers, light bollards, oak trees and foxtail palms along the plaza’s sculpture pond. The MOCA Plaza renovation project cost approximately $856,820 and is funded by the NMCRA and Miami-Dade County Board of Commissioners.

The NMCRA is hosting the event in the heart of Downtown NoMi to showcase its latest marketing initiatives and the unique offering of business, cultural, artistic and entertainment options in North Miami. Guests will receive giveaways and discount cards at participating downtown restaurants. Interested persons may RSVP online at https://nomicra.eventbrite.com.

For more information about the North Miami Community Redevelopment Agency, visit http://www.NorthMiamiCRA.org.

MOCA is located at 770 125th Street, North Miami, FL 33161

About RMA:
Founded in 2009 by Kim Briesemeister and Chris Brown, Redevelopment Management Associates (RMA) is comprised of a phenomenal team of redevelopment experts passionate about building better communities. RMA is the most experienced full-service economic redevelopment consulting and management firm, headquartered in the state of Florida, specializing in revitalizing core areas and corridors for cities, counties and special districts nationwide. The co-founders are also the authors of one of the definitive books about city redevelopment, “Reinventing Your City: 8 Steps to Turn Your City Around.” Learn more: http://www.rma.us.com/.

Via Send2Press.com (Please note this article has been updated from its original version)

Pompano Beach Brand Strategy | Old Town

Agency

Pompano Beach Community Redevelopment Agency

Services Provided

Business Attraction & Marketing

Address

100 W. Atlantic Boulevard
Pompano Beach, FL 33062

Performance Period

2009 – Present

Pompano Beach Brand Strategy | Old Town

Issue

Pompano Beach lacked a true ‘downtown’ – a central business/commercial area. Pompano Beach’s economic future depended on developing a downtown area to attract private investment; in particular, the redevelopment of the blighted and derelict historic downtown center. When RMA began managing the CRA districts in Pompano Beach, it quickly became clear that the city had an absence of cultural facilities or targeted cultural art uses. Arts and cultural activities had been statistically identified as consistent sources of economic growth. No new development had taken place in decades and two key historic buildings were rapidly falling into decay, likely headed for demolition; the Bailey Hotel, built in 1923, in the Old Pompano commercial district and the Ali Building, built in the 1930’s, on Dr. Martin Luther King, Jr. Blvd. The vision of a Creative Arts and Downtown Innovation District was in the CRA Master Plan; however, no progress had been made toward that vision as the city lacked a cultural brand/identity and the two historic properties were privately owned. The process of acquiring and renovating the historic buildings into two cultural, public real estate assets would become the catalyst for the redevelopment of the entire downtown area and the creation of the cultural brand.

Strategy

RMA’s strategy was to use cultural assets to improve the community’s competitive edge, create the foundation for defining a sense of place, attract new and visiting populations, and contribute to the development of a skilled workforce. Simultaneously, at RMA’s recommendation, the City planned to create a cultural civic campus across the street from the historic district, creating a cluster of cultural activity.

While construction was underway on the streetscape and other infrastructure improvements in the historic area, RMA managed the acquisition process for both historic buildings. The next step was to seek approval from the CRA Board for complete renovation of the buildings while maintaining the historic architectural elements that made them unique. The concept for the Bailey Hotel (Bailey Contemporary Arts – BaCA) was to convert the hotel rooms on the upper floor to artist studios, and use the ground floor for gallery space and a coffee house. Artists were invited to submit applications with a combination of art mediums being sought including visual art, clay, pottery, music and other forms. The Ali building was renovated as a cultural arts performance venue reflecting the African American heritage of the area.

Once the cultural assets were established, RMA began the process of branding the historic downtown area as “Old Town” and utilized the brand as a cohesive approach to redevelopment. The cultural arts branding concept used a mosaic bench in Amsterdam as inspiration. Pulling together the assets and missions of the pioneer arts centers, Ali and BaCA, overlapping values were identified. The cultural centers would essentially bring together many different ideas into one cohesive message for the area: Diversity, Art, History and Community. RMA visually defined this as “a combination of diverse elements forming a coherent whole” – the definition of a mosaic.

With this concept in mind, and an actual photo of a mosaic bench taken in Amsterdam during the research process, the mosaic tiles were turned into a versatile design element to be used across all branded collateral. Color palettes were defined to delineate each area, and to apply to corresponding events, tying everything that is unique about each of the area’s assets into one cohesive brand strategy. The new brand and messaging strategy was then used to promote classes, activities, events and exhibits via a myriad of communication outlets.

A signature monthly event that was established as a business attraction tool is the Old Town Untapped Craft Beer & Arts festival. The event was strategically designed to familiarize attendees with the reinvented Downtown and to using the area in a new way. The event includes a biergarten, food trucks, live music, vendors, and artists at work/ open access to the BaCA art gallery. In just one-year, Old Town Untapped has grown from 250 to over 5000 attendees! The vendors have grown from 15 to 50, food trucks from 4 to 12+, and art gallery visitors from 50-100 to over 500. Since the event is also an activator for the area, a targeted campaign ‘Untap Your Potential’ was created and launched, including installation of signage in all the vacant commercial spaces. This has resulted in a dramatic increase in interest in the spaces and new businesses are already open (Blooming Bean Coffee Co. and Odd Breed Brewery) or permitted to open soon (a restaurant).

The brand standard represented the current cultural arts buildings and the recurring events and programs held in the area also brought a great deal of press and newsworthy attention to the City of Pompano Beach.

Outcome

  • The renovation of historical buildings into cultural arts venues were the catalyst for changing perceptions about the blighted downtown area
  • There is now a cohesive and solid cultural arts brand in Pompano Beach and all marketing efforts are consistent, yet still unique and distinguishable by color/design/location/target audience, etc.
  • It is estimated that over 65,000 people have visited Pompano’s Old Town district and BaCA and Ali cultural facilities in the past one year and the numbers are continually increasing
  • Approximately 250 classes, programs and events are hosted annually in Old Town, BaCA and Ali
  • All the studio space in BaCA is leased to working artists and these artists participate in sharing the brand message and furthering the City and CRA goals
  • New businesses have located in the branded downtown area and several more have leased spaces and are under renovation, scheduled to open during 2018 and 2019
  • Developers have invested in the area and new multi-family residential buildings are under construction
  • The cultural arts brand in Pompano Beach is now strong enough to support the creation of a new city Cultural Arts department, including establishing a Pompano Beach Cultural Arts Director position

North Miami Strategic Marketing Plan Creation & Implementation

Agency

North Miami Community Redevelopment Agency (NMCRA)

Services Provided

Business Attraction & Marketing

Address

776 NE 125th Street
North Miami, FL 33161

Performance Period

2016 – Present

North Miami Strategic Marketing Plan Creation & Implementation

Issue

Downtown North Miami lacked a unified image and was suffering from the absence of a clearly defined identity, brand and message. In addition, the North Miami Community Redevelopment Agency (NMCRA) did not have any specific marketing, branding and public relations programs for the Downtown, making it difficult to reposition the district, attract new targeted business, retain current businesses and improve the quality of place. With the amendment to the CRA plan in 2015 (conducted by RMA), there were several initiatives outlined that required comprehensive marketing strategies to achieve the desired goals. Current data and analysis presented a clear picture that North Miami was primed and ready for a bright, strategically positioned future. The NMCRA hired RMA to create and implement a strategic marketing plan that focused on the process of branding and positioning the downtown based on market potential, existing downtown assets, and stakeholder input.

Strategy

In order to make Downtown North Miami more vibrant and exciting, additional new businesses needed to be attracted to the area and visitors needed to feel welcomed and engaged. The strategic marketing plan that RMA created focuses on activities to attract new target businesses to the district, attract developers and investors, engage the current customer base and attract new visitors by promoting incentive and security programs, launching advertising, public relations and digital media campaigns and developing special events that support the downtown brand and grow business. The physical environment is also being addressed through streetscape and façade improvements and these improvement projects and timelines will be shared with residents and businesses. The NMCRA and RMA identified and actively engaged stakeholders in the process and achieved consensus on major elements.

Outcome

  • A City of North Miami Commissioner stated that it was the first time ever that a strategic plan was “doable” and the goals written were achievable.
  • The Marketing Plan contained a step-by-step tactical action plan that set the priorities for Downtown North Miami in a realistic way that was readily implementable.
  • The Downtown NoMi Strategic Marketing Plan won the Florida Redevelopment Association’s 2017 Roy F. Kenzie award for Planning Studies.
  • A downtown logo and tagline (To NoMi is to Love Me) were adopted that illustrated the underlying themes of a rich, diverse, cultural experience and vision for the Downtown.
  • A Brand Standards Manual was adopted to inspire and outline the brand and define the photographic style and primary message.
  • Since the plan is so well-defined and clear, the NMCRA could independently begin immediately implementing certain objectives, while other initiatives are being implemented jointly by the NMCRA and RMA. Initial projects include a Downtown NoMi walkers guide, new CRA and Downtown NoMi lifestyle branded light pole banners – utilizing photographs of real downtown people, places and things.

Margate Strategic Planning, Marketing, Branding & Public Relations

Agency

Margate Community Redevelopment Agency

Services Provided

Strategic Plan
Branding
Marketing
Business Attraction
Public Relations
Special Events

Performance Period

2014-2017

Margate Strategic Planning, Marketing, Branding & Public Relations

Issue

The City of Margate, known to most as simply a “bedroom community”, lacked a defined image which made it difficult to attract business to the city or to connect the community in a meaningful way. In addition to the lack of a clearly defined identity, brand and message, there was no strategy or strategic plan for marketing the City’s assets and opportunities. Margate did have innate assets however and a sense of community pride and cohesiveness. Without defining what makes a city unique, it can easily become invisible in a world of cities. The City of Margate Community Redevelopment Agency (MCRA) hired RMA to create and implement a comprehensive plan and campaign that would produce an identity and brand that was representative of the entire City.

Strategy

RMA had already worked with the City on a visionary downtown master plan that was adopted and being implemented. With the goals of establishing an identity, job creation, advancing the economic well-being of the community, and generating a better quality of life for all residents; RMA performed an economic analysis to better define the existing conditions and drivers that made the city unique. Then RMA drafted a strategic marketing plan that focused on the city’s potential, enhancing a positive community image among local and regional residents, and spurring visitor and developer interest in the city as a whole. The MCRA and RMA identified and engaged stakeholders in the process and achieved consensus on major elements.

Outcome

  • A logo and tagline were adopted that illustrate the community pride and underlying themes that residents feel about the City of Margate.
  • A Brand Standards Manual was adopted to inspire and outline the brand and define the photographic style and primary message.
  • The new brand and message was featured on Miami’s Channel 10 News as a major headline in a story about south Florida city brands.
  • A brand launch event entitled “Celebrate Margate” was held to unveil the new logo, engage the community and build excitement about the future of Margate and was attended by thousands of residents and visitors. Additionally, a seasonal event, Margate under the Moon, was launched and draws approximately 5000 people monthly to the future downtown site giving residents and visitors a “taste” of what the future holds in the new downtown.
  • A comprehensive marketing promotional package was developed showcasing the visionary master plan and promoting the newly uncovered uniqueness of the area.
  • The comprehensive strategy included not only outreach to the development community and a business-centric social media strategy, but also a focus on visually creating a sense of place through the installation of branded light pole banners and development of business building seminars and special events.
  • The Margate CRA Annual Report won the 2016 Roy F. Kenzie Award for Best Annual Report and a 2017 Florida Redevelopment Association Best Promotion in a Redevelopment Area award for the Margate Under the Moon event.
  • RMA’s efforts firmly established Margate as a City engaged in the development of its existing and future assets. The social media campaign had a 2,142% increase in fans in a four month period, showcasing the interest in the City of Margate since the inception of the comprehensive branding campaign.

Oakland Park Strategic Plan, Business Attraction, Branding & Marketing

Agency

Oakland Park Community Redevelopment Agency

Services Provided

Economic and Market Research
CRA Plan Review
5-Year Strategic Action Plan
Lease Negotiations
Business Attraction/Marketing/Special Events
Incentives
Planning, Zoning & Code revisions
Project Management

Performance Period

2011 – 2015

Oakland Park Strategic Plan, Downtown Branding, Marketing & Business Attraction Plan, PR/Special Events

Issue

Prior to RMA’s engagement, the City of Oakland Park had spent over $30 million upgrading the infrastructure in and around the downtown core, however that alone was not enough to attract private developers to invest in the city. Many buildings remained blighted or vacant and the city’s tax base was on the decline. In addition, the Florida East Coast railroad tracks separated one side of the city’s “downtown” core from the other, making a traditional “Mainstreet” difficult to achieve. The city lacked an economic engine to spur growth, such as a courthouse or hospital, and there were no public assets to build upon, such as a beach. There wasn’t a clearly defined downtown city center, demographics were very low, the city had a very limited budget, and the City had no clear vision for the Downtown.

RMA was initially contacted by the City of Oakland Park to create a five-year strategic plan for the entire City with twelve locations identified as redevelopment target sites. Actions plans were drafted for each site, however RMA suggested that the City focus on the Downtown area first. The City agreed, and RMA was again retained to assist the City in acquiring grant funds through Broward County’s Redevelopment Capital Program (RCP). As part of the redevelopment strategy, a marketing component was needed, so the city instructed RMA to also create a Marketing Plan and Business Incentive package.

Strategy

The comprehensive approach to Re-Inventing this City included an economic and market research analysis, redevelopment strategic planning, a real estate development action plan, and a marketing and business attraction campaign.

Led by Sharon McCormick, the RMA team needed to identify a niche this city could use to brand itself and become a viable and desirable area for investment. This was a challenge considering Oakland Park is situated next to the very popular and well know city of Fort Lauderdale.
The RMA team quickly discovered that the City of Oakland Park had an existing cluster of culinary related businesses including caterers, upscale kitchen and appliance stores, cabinet makers, culinary kitchens, and the only shared commercial kitchen in Broward County. With these findings, RMA created a brand – “Downtown Oakland Park Culinary Arts District” and developed a strategic, results-driven plan that included launching a strong marketing and business attraction campaign.

To address the divide of MainStreet, the RMA planning team recommended to initially turn the focus to the east side of the railroad tracks enabling the cluster of restaurants and retailers to locate in one area. After promoting the culinary concept, RMA attracted the first brewery in Broward County, Funky Buddha, who wanted a large vacant warehouse space located in the downtown area for production and a tasting room. The existing zoning did not allow for brewing, so RMA assisted the city in creating a zoning category to support the new South Florida trend of brewery concepts. A full Local Activity Center (LAC) was codified to allow for flexible zoning on all properties in the downtown.

Using the new-found success of the culinary brand and the first anchor tenant of Funky Buddha Brewery, RMA then set out to realign the focus of the entire “downtown” by creating visual elements to tie the area together, including banner signage, street improvements and connection points for pedestrians, and increased special events to bring more visitors. The entire area now has seen almost 50% of the buildings undergo renovations or complete redevelopment.

Outcome

  • After the initial market investigation and analysis, RMA branded the downtown core as the “Downtown Oakland Park Culinary Arts District” and repositioned the area as a place where all things culinary could occur.
  • The Funky Buddha Brewery, the largest craft brewery in South Florida, selected the emerging Culinary Arts District as their home and opened phase one of their two-phase plan in 18,000 SF of warehouse space at Oakland Station. They later doubled in size with the phase two addition of 19,000 SF for an on-site bottling operation and restaurant concept. Today, they have expanded to 180,000 square feet and are a major employer in the district.
  • Throughout the first two years of the Culinary Arts District being established, over 8 properties valued at nearly $15 million had changed hands within the half-mile Downtown Local Activity Center (LAC).
  • A popular local restaurateur selected the space adjacent to the Funky Buddha Brewery for restaurant/retail build-out in 3800 SF, attracting additional interest to the Oakland Station warehouse property including an indoor Central Market concept proposed by RMA.
  • The Urban Farming Institute began development and operation of a first-of-its-kind Urban Farm Park, including a weekly Farmers Market component, bringing sustainability to the Downtown Oakland Park Culinary Arts District.
  • The launch of a successful monthly “Farm to Chef Showcase” event during the weekly Farmers Market, featured local restaurant chef’s performing a live cooking demonstration utilizing fresh ingredients from market vendors.
  • The Urban Art Park, at the center of the Culinary Arts District, re-purposed a blighted corner for the benefit of the community by creating additional green space and an arts & cultural outlet.
  • Broward College, along with other culinary schools, researched the Culinary Arts District as a top location for their new Food Arts & Business Center campus concept (estimated 1,000 students).
  • The well-known, successful Allied Kitchen & Bath opened a second location in 20,000 square feet in the heart of the downtown. They have plans to lease ground floor space to for up to three new restaurants.
  • Lucky’s Market opened their third south Florida location in Oakland Park in 2017